People who do their day to day small grocery items from local retail stores near them

Target Group

Middle and upper middle class working people who buy their grocery from nearby stores on their way to home or office

Positioning

Morton Williams is a store that provides you with fresh grocery and food items in stores very near to you

SWOT Analysis

Strengths

1. Freshly prepared and sold products 2. Old brand and Good reach amongst the consumers 3. Local touch in sale and promotion which helps customers to connect more easily 4. Good local supply ties gives fresh food to customers

5. Regionally a popular name in the area

Weaknesses

1. Store ambience not that pleasing compared to big brands 2. Prices too high compared to other stores 3. No presence and reach in many states

Opportunities

1. Increase variety and the kinds of products sold 2. Make stores and service more attractive and customer friendly 3. Expand in other states and build efficient supplier and distributor ties to lower down the rates

Threats

1. Big retailers with lower prices eating up the business 2. Consumers moving towards e-retailers for better service and time constraint 3. Increase in number of such small grocery stores

Competition

Competitors

1. Fairway 2. Westside Market 3. The scrappy

The table above concludes the Matherne’s Supermarket SWOT analysis along with its marketing strategy and brand parameters.

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